Retail in Asia

Austin Butler named face of new YSL Beauty fragrance Myslf

YSL Beauty has named Austin Butler as a global ambassador for its new fragrance Myslf, as the French beauty brand looks to home in on modern men’s scents.

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Described by YSL Beauty as “a contemporary vision of masculinity,” Myslf is the first woody floral fragrance to launch under the Parisian company’s banner, and boasts scents of orange blossom and absolute heart with an accord of patchouli, musky Ambrofix and other warm wood notes.

The eau de parfum (USD 34-USD 152) will be sold with a refillable black lacquer glass bottle in 10-millilitre to 3.3-ounce sizes, and a 150-millilitre refill, with a cleansing bar also on offer, which retails for USD 35.

“I was honored to be asked to join the YSL Beauty family,” said the Oscar-nominated Butler. “Over the last few years, I’ve spoken with people who knew M. Saint Laurent. He broke through labels. He was a rebel, and I love that about him. I feel privileged to be a part of the heritage he set in motion.”

A rising star in film, Butler has collaborated with prestigious directors Quentin TarantinoBaz LuhrmannJim Jarmusch, and most recently Jeff Nichols and Denis Villeneuve for the upcoming Bikeriders and Dune: Part Two, respectively, during his acting career.

His performance in the Academy Award-nominated film Elvis scored him an Academy Award nomination, in addition to a Golden Globe and a BAFTA win for Best Actor.

Butler appears in both a video and print campaign for YSL Beauty. The Myslf film campaign was directed by Julia Ducournau, while the print campaign was photographed by Gray Sorrenti, a New York-based photographer.

“In seeking out a figure to embody YSL Beauty’s vision of the new masculinity, there could have been no better choice for us than Austin Butler,” said Stephan Bezy, international general manager, YSL Beauty.

“Both as an artist and as a human being, he embodies the values expressed by our brand through Myslf, a modern representation of what it means to be a man. Embracing his many facets. Owning up to his individuality, generously, unapologetically. This is why we are proud to welcome Austin Butler as the newest YSL Beauty’s fragrance ambassador.”

The Myslf print campaign was released on August 8 and the film will debut on August 22 globally on YSL Beauty socials.